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Klaviyo - Essential Loyalty Email Flows
Klaviyo - Essential Loyalty Email Flows

Some of the most essential email flows to kickstart your automations.

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Written by Jason Leader
Updated over a week ago

To see which plans include Klaviyo integration please see our pricing page. If Klaviyo isn't listed on your integrations page within LoyaltyLion and you would like it, please contact support@loyaltylion.com


This is not a complete list of all the emails you will need, but rather the emails that can be directly set up from the LoyaltyLion Klaviyo integration

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Why use Flows?

Flows are a great way of automating the smaller email tasks, so you can focus on the wider-reaching campaigns. Creating Flows early will ensure that whenever your customers do an action or meet a threshold, they will automatically be emailed and encouraged to come back, or in some cases, just feel part of the community.

Flows created using a segment trigger will only be sent to the customer once.
If you are relying on segment trigger-based flows for your automation, it would be best to refresh these flows every month or so. If you are interested in automating these flows, you can upgrade to our Klaviyo events by contacting support@loyaltylion.com


Creating Segments to use as Triggers

This is available for all LoyaltyLion plans, as long as you have the Klaviyo integration enabled and connected. If you wish to use the Events, read our Events guide.


To create a Segment in Klaviyo, go to Lists & Segments, and click New List/Segment.

Then click Segment.

Then choose the Condition, Properties about someone.

This is the basis for creating the LoyaltyLion specific segments, as they all be based on the properties we send to Klaviyo. You can also read the Klaviyo document on how to do this here.



Welcome Flow

A Welcome Flow is useful for explaining your Loyalty program, and the benefits of your program to your new customers. This will help with customer adoption, as well as spreading awareness of your program, as all new customers are instantly told about the benefits of being enrolled and a part of your community.

Conditions and Properties used:

Example Flow:

The time delay is optional, but helps spread out the auto-enrolment emails, and differentiates them, so the customer will know that this one is directly from the Loyalty program.


Reward Reminders

Reward Reminders are a great way of encouraging your customers to come back to your store, by letting them know they are over the threshold for a reward. This works with the approval period in the Make A Purchase rule, so you can effectively notify your customers when their points have cleared, and they are ready to be used.

In this flow example, the reward will be a £5 discount, priced at 500 points, but this can be replicated with any point value. If you have a higher discount, you can add a secondary condition as shown below.


Conditions and Properties used:

Example Flow:

With this flow, it will check every 7 days if the customer is still within the segment, and re-send the email. This can be repeated for as long as you want, with the delays you want.

The reason for the second condition is so you can create multiple flows for the different rewards you offer, and therefore send different email templates to those customers.


Tier Reminders

Tier Reminders are there to let your customers know that their tier standing has changed, this can either be up or down, so best to keep the email template more factual than congratulatory just in case. A segment should be made available for each tier you have available, and this will be useful for future Campaigns and Benefits, as well as for triggering Flows.

In this example, my tier names are Bronze, Silver and Gold, and this flow will be for customers moving into the Silver tier.

Conditions and Properties used:

Example Flow:


Birthday Flow

If you are using the Happy Birthday rule in LoyaltyLion, we can send your customer birthday data over to Klaviyo. With this data, you can create a flow that sends out an email to your customer on their birthday, letting them know they have been given points or anything else you would like to give them within the email content. You can also use conditional splits to send out different messages depending on if you send out different birthday gifts.

Go to Flows, and select Create New Flow. When choosing the Triggers, rather than using a Segment Trigger, go down to Date Property:


You can then select the 'birthday' property like so:

Example Flow:

❗Make sure the flow repeat setting is set to "Yearly" - if this is set to "Should not repeat" then recipients will only qualify to enter this flow when the full date matches (day, month, and year), which will not work for a birthday flow


Post Purchase Loyalty Sign Up

An effective way of getting customers involved in your loyalty program is at their highest level of attention, which is normally during and just after purchase. Leverage a Purchase metric trigger to also follow up with an email about joining the Loyalty program and earning points.
Tip: Add a wait time into the flow so this email doesn't get lost with the usual confirmation of order/receipt emails.

This example uses a Shopify metric trigger, but you could use any Ecommerce platform metric trigger, if available.

You will want to use a Metric trigger to start this:

Example Flow:



Conditional Blocks

Conditional blocks are added directly into the email content itself. You can specify whether a block will be shown to someone, based on the properties available in their profile. As well as sending out specific loyalty-related emails, you can also ensure that you are mentioning loyalty aspects within all emails you send, and not having to worry about non-loyalty customers seeing anything confusing.

Within the Email Content, select a block, and go to the Display Options. Then go to Show/Hide Logic.
A good property to use would be Enroll Date, as this is something present in the profile of anyone that has a LoyaltyLion account. You can write this as:
person|lookup:'enroll_date'

More help on this can be found in this article from the Klaviyo Help Centre.

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